Nabi provides virtual care for people navigating eating disorders and disordered eating, pairing therapy with clinical dietitians to help patients rebuild a safer, more compassionate relationship with food. The marketing team needed to grow sustainably without leaning on the familiar tropes of diet culture, transformation narratives, or body‑centric promises that can actively harm the very people they serve.

Their existing paid social and UGC leaned on broad mental‑health or wellness messaging, which made it difficult to clearly explain what Nabi offers and why it’s different from generic therapy apps, weight‑loss programs, or nutrition coaching. Prospective patients were often confused about whether Nabi was truly equipped to address eating disorders, whether care would feel safe and non‑judgmental, and how the process actually worked from first contact to ongoing support.

On top of that, the team had to navigate sensitive clinical and ethical considerations: language, visuals, and stories needed to avoid triggering content, numbers, and frames that reinforce restriction, “success” metrics, or appearance‑based validation. They needed a creative strategy that could shape compliance‑aware UGC, define patient‑centered themes and narratives, and systematically test paid social angles and formats that prioritized psychological safety, trust, and clarity while still driving measurable growth.